media landscape updater i ii 2012
DESCRIPTION
TRANSCRIPT
MEDIA LANDSCAPE UPDATERJAN - FEB 2012
by
AGENDA1. Media snapshot2. TV advertising3. Press advertising4. Outdoor advertising5. Cinema advertising6. Radio advertising7. Online advertising
MEDIA SNAPSHOT
• Media investments• Media mix• Biggest players• Sectors
MEDIA REVENUES YTD TOTAL
Advertisers invested 5% more in 2012 vs. 2011, while considering media revenues. Among monitored media highest growth was noted by cinema and radio. Newspapers note decrease of ratecard media revenues.
Source: Kantar Media, ratecard expenditures
Cinema
Outdoor
Newspapers
Magazines
Radio
Television
0 1,000,000,000 2,000,000,000
Jan - Feb 2012
Jan - Feb 2011
Jan - Feb 2010
1 2 3 4 5 6 7 8 9 10 11 120
500,000,000
1,000,000,000
1,500,000,000
2,000,000,000
2,500,000,000
3,000,000,000
2010 2011 2012
20 BIGGEST PLAYERS YTD TOTAL
Aflofarm remains No1. on media market. The highest increase of media expenditures is noted by Jeronimo Martins (Biedronka), Multikino and Lidl Polska.
Source: Kantar Media, ratecard expenditures
SECTORS YTD TOTAL
At the beginning of 2012 Medicine sector is No.1 with its share on the level of 22%. On the next positions are Telecoms and Media.
Source: Kantar Media
2010
2011
Jan - Feb 2012
0%
20%
40%
60%
80%
100%
11%12% 22%
13%12%
12%
7%7%
10%
15%13%
10%
8%9%
9%
6%6%
7%7%
7%
6%10%
9%
6%
6%8%
5%
4%5% 4%
2%2% 2%
CLOTHING & ACCESSORIES
COMPUTER & AUDIO VIDEO
HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES
HOUSEHOLD APPLIANCES, FURNITURE & DECORATION
BEVERAGES & ALCOHOLS
TRAVEL / TOURISM / HOTELS & RESTAURANTS
LEISURE
FINANCIAL
HYGIENE & BEAUTY CARE
OTHERS
AUTOMOTIVE
RETAIL
FOOD
MEDIA, BOOKS, CDs AND DVDs
TELECOMS
PHARMACEUTICAL PRODUCTS, MEDICINE
TV ADVERTISING• Average Time Viewed• All time viewing• GRP’s total• Seconds sold• Nice to know
AVERAGE TIME VIEWED
Source: AGB Nielsen Media Research
TV consumption in 2012 is at a little bit lower level than in previous two years.
0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52100
120
140
160
180
200
220
240
260
280
300
2010 2011 2012
ALL TIME VIEWING (SHR%)
BIG4 (TVP1, TVP2, Polsat, TVN) constantly looses its share. Thematic channels gain importance.
Source: AGB Nielsen Media Research, TG:All 16-49
Jan
uar
yF
ebru
ary
Mar
chA
pri
lM
ayJu
ne
July
Au
gu
stS
epte
mb
erO
cto
ber
No
vem
ber
Dec
emb
erJa
nu
ary
Feb
ruar
yM
arch
Ap
ril
May
Jun
eJu
lyA
ug
ust
Sep
tem
ber
Oct
ob
erN
ove
mb
erD
ecem
ber
Jan
uar
yF
ebru
ary
Mar
chA
pri
lM
ayJu
ne
July
Au
gu
stS
epte
mb
erO
cto
ber
No
vem
ber
Dec
emb
erJa
nu
ary
Feb
ruar
yM
arch
Ap
ril
May
Jun
eJu
lyA
ug
ust
Sep
tem
ber
Oct
ob
erN
ove
mb
erD
ecem
ber
Jan
uar
yF
ebru
ary
Mar
chA
pri
lM
ayJu
ne
July
Au
gu
stS
epte
mb
erO
cto
ber
No
vem
ber
Dec
emb
erJa
nu
ary
Feb
ruar
yM
arch
Ap
ril
May
Jun
eJu
lyA
ug
ust
Sep
tem
ber
Oct
ob
erN
ove
mb
erD
ecem
ber
Jan
uar
yF
ebru
ary
Mar
chA
pri
lM
ayJu
ne
July
Au
gu
stS
epte
mb
erO
cto
ber
No
vem
ber
Dec
emb
er
2006 2007 2008 2009 2010 2011 2012
0%
5%
10%
15%
20%
25%
TVP1 TVP2 Polsat TVP Info TVN7 TVN TV4 AtMedia Polsat thematic (11) TVN24 Discovery (9) other cab/sat
MARKET SHARE IN FIRST QUARTER OF 2012
Source: Nielsen Audience Measurement
TVP112.8%
TVP211.2%
TVN15.0%
Polsat16.7%
Others44,3%
All 16-49
TVP116.5%
TVP213.2%
TVN14.2%
Polsat14.8%
Others
41,5%
All 4+
GRP’S TOTAL
Source: AGB Nielsen Media Research, TG: all 16-49
After three months of 2012 total number of generated GRP’s is higher than in 2011. We estimate stronger activity before and during Euro 2012, afterwards the dynamic shall be slower.
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Jan - March 2011
Jan - March 2012
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
-4%
+20%
+14%
+8%
+12%
+12%
+9%+2%
+13%
+7%
+3%
+9,7%
SECONDS SOLD – TOTAL TV
Source: AGB Nielsen Media Research
Over 20% more seconds were sold by broadcasters in 2011. We observe strong beginning of 2012 – mainly thanks to thematic channels/packages.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 520
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000 no of seconds sold - Total TV
Total TV 2008 Total TV 2009 Total TV 2010 Total TV 2011Total TV 2012
weeks
no o
f sec
s
1 2 3 4 5 6 7 8 9 10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000 no of seconds sold - AtMedia
AtMedia 2008 AtMedia 2009AtMedia 2010 AtMedia 2011
1 2 3 4 5 6 7 8 9 10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
0
50,000
100,000
150,000
200,000
250,000 no of seconds sold - TVP1+TVP2
TVP 2008 TVP 2009TVP 2010 TVP 2011TVP 2012
SECONDS SOLD
Source: AGB Nielsen Media Research
1 2 3 4 5 6 7 8 9 10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
0
20,000
40,000
60,000
80,000
100,000
120,000 no of seconds sold - TVN
TVN 2008 TVN 2009TVN 2010 TVN 2011
1 2 3 4 5 6 7 8 9 10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000 no of seconds sold - POLSAT
Polsat 2008 Polsat 2009Polsat 2010 Polsat 2011
TV – NICE TO KNOW
HITS OF MARCH
Programme Date Audience AMR %
RANCZO2012-03-
04 2 498 950 13,73%
SPORT2012-03-
04 2 215 823 12,18%
WIADOMOSCI2012-03-
04 2 024 638 11,13%
KSIAZE PERSJI PIASKI CZASU
2012-03-03
1 943 127 10,68%
OJCIEC MATEUSZ2012-03-
29 1 743 980 9,58%
Programme Date Audience AMR %
M JAK MILOSC 2012-03-
12 3 007 413 16,53%
BARWY SZCZESCIA
2012-03-05
1 831 242 10,06%
BITWA NA GLOSY2012-03-
20 1 778 482 9,77%
NA DOBRE I NA ZLE
2012-03-30
1 572 121 8,64%
KULISY SERIALU M JAK MILOSC
2012-03-26
1 572 114 8,64%
Programme Date Audience AMR %MUST BE THE MUSIC - TYLKO MUZYKA
2012-03-25
2 145 545 11,79%
TRANSPORTER2012-03-
12 1 821 722 10,01%
WYDARZENIA2012-03-
04 1 642 386 9,03%
GOT TO DANCE: TYLKO TANIEC
2012-03-02
1 611 145 8,85%
SPIDER-MAN 32012-03-
26 1 575 534 8,66%
Programme Date Audience AMR %
X FACTOR2012-03-
10 2 073 315 11,39%
PRAWO AGATY 2012-03-
04 1 833 835 10,08%
FAKTY2012-03-
05 1 775 270 9,76%
SUROWI RODZICE
2012-03-18
1 750 797 9,62%
KUCHENNE REWOLUCJE
2012-03-15
1 714 367 9,42%
PRESS ADVERTISING
• Investments• Seasonality• Players and sectors• Publishers• Print - nice to know
PRINT INVESTMENTS
Source: Kantar Media
At the beginning of 2012 print revenues decreased by 2%. We predict further decrease of investments during the year, especially after Euro 2012.
2010 2011 20120
500,000,000
1,000,000,000
1,500,000,000
2,000,000,000
2,500,000,000
3,000,000,000
3,500,000,000
4,000,000,000
4,500,000,000
5,000,000,000
4,45
2,43
0,09
8
4,73
9,08
2,12
5
557,
875,
347
605,
030,
344
594,
115,
806
Full Year Jan - Feb
-2 %
SEASONALITY
Advertisers invested 10% more in press vs. Jan-June 2010, but bought only 5% ads more by this period (it is still less by 1% than in 2009)
Source: Kantar Media
After two months of 2012 print media sold 7% less insertions than in 2011.
1 2 3 4 5 6 7 8 9 10 11 12 -
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
400,000,000
450,000,000
500,000,000
-
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
Investments 2010
Investments 2011
Investments I - II 2012
Insertions 2010
Insertions 2011
Insertions I - II 2012
SECTORS
We observe significant increase of expenditures on Media, Books, CD’s, Hygiene & Beauty care and Pharmaceutical products.On the other hand Automotive sector, Retail and Food are rather pulling back from print media.
Source: Kantar Media
0
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
Investments I - II 2010
Investments I - II 2011
Investments I - II 2012
Insertions I - II 2010
Insertions I - II 2011
Insertions I - II 2012
PUBLISHERS
At the beginning of 2012 Bauer is publisher No1 (considering media revenues).
Source: Kantar Media, M&MP
0
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
20000
Investments I - II 2010Investments I - II 2011Investments I - II 2012Insertions I - II 2010Insertions I - II 2011
PRESS – NICE TO KNOW
CRYSIS MAY FORCE PUBLISHERS TO FURTHER CONSOLIDATIONS
Source: Rzeczpospolita
According to Rzeczpospolita crysis on the print market force further consolidations among Publishers. It is still not confirmed whether Agora will merge with Polityka.
NEW TITLES ON THE MARKET
In February 2012 a new quarterly magazine „Filmowy. Magazyn do czytania” was launched by Agora publisher. It describes curiosities of cinema and culture.
„SZÓSTY ZMYSŁ” - POPULAR SCIENCE MAGAZINE
In February 2012 a new quarterly magazine „Szósty zmysł” was launched also by Agora publisher. It shows unexplained abnormal phenomenon and occurrences.
OUTDOOR ADVERTISING
• Investments• Seasonality• Market shares• Ad types• AMS METRICS
OUTDOOR INVESTMENTS
In 2012 advertisers invested 4% more in comparison to the same period of 2011 (on the ratecard basis). Prognosis for 1H of 2012 are rather optimistic, mainly because of Euro 2012.
Source: Kantar Media
2010 2011 20120
200,000,000
400,000,000
600,000,000
800,000,000
1,000,000,000
1,200,000,000
1,400,000,000
1,18
5,67
5,85
1
1,24
6,98
5,89
3
155,
627,
823
161,
667,
689
168,
416,
789
Full Year Jan - Feb 2012
+4%
SEASONALITY
In 2012 months May, June and July shall be very strong as a result of Euro 2012.
Source: Kantar Media
1 2 3 4 5 6 7 8 9 10 11 1240,000,000
50,000,000
60,000,000
70,000,000
80,000,000
90,000,000
100,000,000
110,000,000
120,000,000
130,000,000
2010 2011 2012
MARKET SHARES
Outdoor market is consolidated. Over 83% of the market is held by 4 biggest media owners. AMS has the highest revenues (1/3 of OOH market in Poland). Stroer with 28% share is on the second position.
Source: Kantar Media
30%
19%15%
10%
25%
2010AMS
STROER POLSKA
CITYBOARD MEDIA
CLEAR CHANNEL POLAND
Others
32%
27%
16%
10%
15%
2011AMS
STROER POLSKA
CITYBOARD MEDIA
CLEAR CHANNEL POLAND
Others
36%
28%
10%
9%
17%
Jan - Feb 2012
AMS
STROER POLSKA
CITYBOARD MEDIA
CLEAR CHANNEL POLAND
MOST POPULAR AD TYPES
Source: Kantar Media
Frontlight Citylight Backlight Billboard -
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
70,000,000
80,000,000
90,000,000
100,000,000
Jan 2010 Jan 2011 Jan - Feb 2012
+9%
-2%-11%
+12%
Investments on Billboards and Citylights are decreasing, on the other hand we observe growth of expenditures on Backlights and Frontlights.
OOH – NICE TO KNOW
MC DONALDS LUMBERJACK
Mc Donalds promoted the new sandwich "lumberjack" by setting "cut down" billboards in the main Polish cities.
MC DONALDS TIMETABLE
Mc Donalds timetable at the Central Station shows the waiting time for the train in the hamburger, Coke and French fries, which customers are able to eat at Mc Donalds
restaurant near the train station. Takes into account the delay of trains and restaurant opening hours.
http://www.youtube.com/watch?v=EmBUhbHIWvc
CINEMA ADVERTISING
CINEMA INVESTMENTS
Source: Kantar Media
Advertisers invested over 68% more in 2012 vs. 2011 (considering monitored players: NAM and Multikino). It is mainly caused by in-house campaign conducted by Multikino in January.
2010 2011 Jan - Feb 20120
100,000,000
200,000,000
300,000,000
400,000,000
500,000,000
600,000,000
700,000,000
800,000,000
663,
837,
150
709,
250,
418
75,4
31,3
10
81,2
68,2
16
136,
460,
290
Full Year Jan - Feb 2012
+68%
SEASONALITY
Beginning of 2012 is very strong, however does not translate into increase of cinema audience.
Source: Kantar Media
1 2 3 4 5 6 7 8 9 10 11 120
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
70,000,000
80,000,000
90,000,000
100,000,000
2010 2011 2012
Source: Kantar Media
TOP SECTORS IN CINEMA ADVERTISING
In 2012 biggest sectors are Leisure, Food and Telecoms. Media sector increases its shares, whereas Computer & Audio Video and Automotive sectors are rather in retreat.
2010 2011 Jan - Feb 20120%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
14%20% 22%
17%15%
20%13%
14%
15%5%
7%
11%
11%
8%
6%4%
6%
4%
8%5%
2%3% 3%
2%1%
2%
3%
6%7%
5%
HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES
HYGIENE & BEAUTY CARE
OTHERS
TRAVEL / TOURISM / HOTELS & RESTAURANTS
CLOTHING & ACCESSORIES
PHARMACEUTICAL PRODUCTS, MEDICINE
HOUSEHOLD APPLIANCES, FURNITURE & DECORATION
COMPUTER & AUDIO VIDEO
FINANCIAL
BEVERAGES & ALCOHOLS
RETAIL
AUTOMOTIVE
MEDIA, BOOKS, CDs AND DVDs
TELECOMS
FOOD
LEISURE
Source: Kantar Media
MARKET SHARE
Polish cinema market is very consolidated – there are only 2 media owners which are monitored (third biggest player - Kinads).In Jan - Feb 2012 Multikino revenues are higher that NAM. It is mainly caused by in-house campaign conducted by Multikino.
35%
65%
2010
MULTIKINO
NEW AGE MEDIA 44
%56%
2011
MULTIKINO
NEW AGE MEDIA
55%45%
Jan - Feb 2012
MULTIKINO
NEW AGE MEDIA
CINEMA – NICE TO KNOW
WEAKER BEGINNING OF 2012
Source: NAM
Considering cinema audience February 2012 was weaker while comparing to February 2011.
January February March April May June July August September October November December0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
2012 2011 20102009
RADIO ADVERTISING
• Investments• Seasonality• Media owners• Media shares• Radio – nice to know
RADIO INVESTMENTS
Strong beginning of 2012 for radio. Revenues were higher by 18% while comparing to 2011.
Source: Kantar Media
2010 2011 20120
500,000,000
1,000,000,000
1,500,000,000
2,000,000,000
2,500,000,000
3,000,000,000
2,47
8,23
3,14
5
3,11
9,21
9,05
1
322,
730,
219
431,
925,
378
509,
878,
726
Full Year Jan - Feb
+18%
SEASONALITY
We observe typical seasonality of radio expenditures.
Source: Kantar Media
1 2 3 4 5 6 7 8 9 10 11 1240,000,000
90,000,000
140,000,000
190,000,000
240,000,000
290,000,000
340,000,000
2010 2011 2012
MARKET SHARES (MEDIA OWNERS)
Strong beginning of 2012 for RMF FM with its SoS on the level of 39%, whereas main competitor radio Zet notes only 18%.
Source: Kantar Media
27%
21%
3%2%
47%
2010RMF FM
ZET
PR 3
PR 1
Others
32%
18%
5%3%
43%
2011RMF FM
ZET
PR 3
PR 1
Others
39%
18%4%
3%
36%
Jan - Feb 2012
RMF FM
ZET
PR 3
PR 1
MARKET SHARES (STATIONS)
For the last years RMF FM and Zet have been the biggest radio stations on Polish market.An important role is played by radio packages like: Drapacz Chmur, Package Złote Przeboje, RMF na Maxxxa and others.
Source: Kantar Media
33%
25%3%
8%
12% 2%
2010GRUPA RMF
EUROZET
GRUPA RADIOWA TIME
POLSKIE RADIO
AGORA S.A.
Others
39%
20%
17%
10%
12% 2%
2011 GRUPA RMF
EUROZET
GRUPA RADIOWA TIME
POLSKIE RADIO
AGORA S.A.
Others
45%
20%
14%
10%
9% 2%
Jan - Feb 2012GRUPA RMF
EUROZET
GRUPA RA-DIOWA TIME
AGORA S.A.
Others
RADIO – NICE TO KNOW
THE MOST IMPORTANT RADIO NEWS
New price lists in the Group of Radio TIME from 12 March. The price increase applies to packages of radio stations and individual stations (Total Time package price increases an average of 6,6%; Eska Sieć – 4,8%; Eska Rock - 11,9%; Wawa 11,4%).
Increase advertising prices in packages of radio stations Drapacz Chmur+, Drapacz Chmur Young, Drapacz Chmur by an average of 5,9% from 30 March.
Increase in price lists of radio stations in the group Eurozet from 1 April.Average price at Radio Zet will increase by 3,4%; in packets Zet Barometr, ZET Barometr +, ZET Barometr Young, Zet Total, Pakiet Niezależnych price will increase between 2,8% to 3,9%.
Radio PiN, RMF Classic, Tok FM extends the broadcasting reach.
Radio PiN will be able to begin broadcasting in Bydgoszcz, Gdansk and Krakow. Currently the station broadcasts in six cities (Łódź, Poznań, Warszawa, Wrocław, Kielce, Olsztyn).
RMF Classic will extend its technical coverage in five more cities: Gdynia, Kielce, Olsztyn, Opole and Zielona Gora (radio station is now in 14 cities)
TOK FM will broadcast in additional cities in Elbląg, Gorzów Wielkopolski, Kielce, Lublin, Płock, Radom and Toruń (now station broadcasts in 10 major cities)
Grupa RMF Polskie Radio Eurozet Time Agora
10.9
7.3
8.0
4.6
2.2
10.9
6.5
7.7
4.8
2.1
XII 2010 - II 2011
XII 2011 - II 2012
-3,7%
-11,0%
-3,9%
+3,1%
-0,5%
Only Time recorded an increase of daily reach in the same period XII-II 2012 vs. XII –II 2011.For the rest of radio groups daily reach decreased.
DYNAMICS OF RADIO GROUPS DAILY REACH (MLN)
ONLINE
ADVERTISING
MOBILE DEVICES INSIGHTS – GLOBAL TRENDS
Source: nMobi Mobile Media Consumption Research Q4 2011 - Global
Mobile Internet users are always connected!
They spend more time on their mobile devices compared to the other media.
Communication! Entertaiment! News! M-Commerce!
MOBILE DEVICES INSIGHTS – GLOBAL TRENDS
Source: nMobi Mobile Media Consumption Research Q4 2011 - Global
In the morning... In the evening...
Those users' behaviors give brands new opportunities to interact with consumers!
• 39% users use their mobile devices while watching TV!• 67% use their devices in bed• 25% use mobile devices in public transportation• 48% say that mobile has a large impact on their purchase decisions!• 66% say they feel more comfortable with mobile ads than on-line or TV ads!
SMARTPHONE INSIGHTS – POLAND
Source: Smartphone Insights Q3 2011 - Poland
26% of Poles use smartphonesAmong Internet users smartphone penetration is higher and equals 38%
In Poland Nokia leads in manufacturer market share for smartphone devices (46%), followed by Samsung (19%) and Sony Ericsson (17%).
Accordingly Symbian is the most popular operating system for smartphones (41%) followed by Android (22%). However, the best known operating system is none of these but Windows Mobile and Apple
SMARTPHONE INSIGHTS – POLAND
Source: Smartphone Insights Q3 2011 - Poland
Source: Smartphone Insights Q3 2011 - Poland
SMARTPHONE INSIGHTS – POLAND Types of Websites visited on Smartphones
The most popular mobile category is entertainment, then users are looking
for news, information and they use search engines.
Important categories are also : music, finance and mobile games.
In 7th place is social networking.
Source: Smartphone Insights Q3 2011 - Poland
61% of smartphone users always or sometimes are
looking at mobile ads
70% of smartphone users always or sometimes are
clicking at mobile ads
SMARTPHONE INSIGHTS – POLAND Reaction to receiving advertising on the mobile phone:
Find us on Facebook
LOOKING FOR MORE INSPIRATION…?
THANK YOU!
Media Direction Group webpage:www.mediadirection.com.pl
In case You have any further questions concerning Media Landscape Updater, please contact Andrzej [email protected]